Accentuation and sensitization effects in the categorization of multifaceted stimuli

Categorization affects perceptions in ways that are assumed to underlie social stereotypes; Research on categorization, however, has focused either on very simple stimuli or on judgmental tasks that focus attention only on single dimensions: To more fully understand the role of categorization in social perception, it is important to examine its effects in the case of multifaceted stimuli and holistic judgments. In 3 studies, participants formed an impression of a focal category of multifaceted stimuli either by itself or in the context of another category. They then judged the typicality of exemplars to the focal category. Results showed that categorization in the presence of a context produced both accentuation and sensitization effects: Participants accentuated between-category differences on relevant dimensions, and they were less sensitive to exemplar differences on irrelevant dimensions.